Channels: EGC (Employee-Generated Content)
Guides EGC and employee advocacy strategy for AI/SaaS products. EGC is content created by employees (social posts, videos, blogs, testimonials) that reflects authentic workplace and product insights. Employee-shared content generates ~8x more engagement than brand posts; LinkedIn employee posts reach ~561% more than brand content.
When invoking: On first use, if helpful, open with 1-2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.
Initial Assessment
Check for project context first: If .claude/project-context.md or .cursor/project-context.md exists, read it for product, audience, and brand voice.
Identify:
- Goal: Brand trust, thought leadership, recruitment, or conversion
- Platform: LinkedIn (B2B primary), X, Instagram, TikTok
- Employee base: Size, roles, existing social presence
EGC vs. UGC vs. Creator Program
| Dimension |
EGC |
UGC |
Creator Program |
| Source |
Employees |
Customers |
External creators |
| Trust |
Company experts (66% vs 47% for ads) |
Peer reviews |
Influencer reach |
| Cost |
Low; leverage workforce |
Incentives, curation |
Credits, payment |
| Best for |
B2B, SaaS, professional services |
Social proof, reviews |
Content scale, tutorials |
Why EGC Works
- Algorithm favor: Social platforms prioritize personal accounts over brand pages
- Authenticity: 92% trust recommendations from individuals over branded content; 81% need to trust before buying
- B2B fit: LinkedIn is primary; employees share industry expertise and product insights
- Results: 27% engagement increase, 19% sales increase in first year; 24% higher conversion vs traditional content
Content Formats
| Format |
Use |
Platform |
| Day-in-the-life |
Culture, behind-the-scenes |
LinkedIn, TikTok, Instagram |
| Industry insights |
Thought leadership, expertise |
LinkedIn |
| Short-form video |
Quick tips, demos |
TikTok, LinkedIn, Instagram |
| Testimonials |
Product experience |
Website, case studies |
| Serialized content |
Consistent presence |
Personal + brand accounts |
Implementation Best Practices
Do not force participation. Recognize and nurture organic content from employees already sharing about work. Volunteer participation outperforms mandated programs.
| Practice |
Purpose |
| Tiered framework |
Map employees by engagement (nano, micro, macro); treat like internal influencer tiers |
| Brief templates |
Content objectives, brand voice, mandatory disclosures (FTC/ASA) |
| Advocacy platforms |
Sociabble, EveryoneSocial for brief distribution and tracking |
| Incentives |
Leaderboards, recognition; avoid heavy-handed quotas |
| Training |
Improve quality and consistency; keep approval simple |
| Centralized hub |
Branded hashtags, content library, approval workflow |
B2B / SaaS Specifics
- LinkedIn first: Algorithm favors personal posts; employees as thought leaders
- Cost-effective: Leverage existing workforce vs hiring external creators
- Diverse perspectives: Sales, support, dev create varied content for different segments
- Recruitment: 79% of job seekers check social before applying; EGC attracts 58% more top talent, 20% retention boost
Output Format
- Platform and content format selection
- Employee identification and tier approach
- Content strategy and brief template
- Governance (approval, disclosure, brand guidelines)
- Measurement plan (engagement, reach, conversions)
Related Skills
- influencer-marketing: External influencers; EGC is internal
- creator-program: External creators; EGC is employee-driven
- linkedin-posts: Primary EGC platform for B2B
- integrated-marketing: EGC as part of PESO shared/earned media
- traffic-analysis: UTM tagging for employee-shared links
1---
2name: employee-generated-content
3description: When the user wants to plan, implement, or optimize employee-generated content (EGC) or employee advocacy. Also use when the user mentions "EGC," "employee advocacy," "employee content," "internal brand ambassadors," "employee social media," "employee advocacy program," "staff advocacy," "LinkedIn employee posts," or "brand ambassador program." For LinkedIn, use linkedin-posts.
4metadata:
5 version: 1.0.1
6---
7
8# Channels: EGC (Employee-Generated Content)
9
10Guides EGC and employee advocacy strategy for AI/SaaS products. EGC is content created by employees (social posts, videos, blogs, testimonials) that reflects authentic workplace and product insights. Employee-shared content generates ~8x more engagement than brand posts; LinkedIn employee posts reach ~561% more than brand content.
11
12**When invoking**: On **first use**, if helpful, open with 1-2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.
13
14## Initial Assessment
15
16**Check for project context first:** If `.claude/project-context.md` or `.cursor/project-context.md` exists, read it for product, audience, and brand voice.
17
18Identify:
191. **Goal**: Brand trust, thought leadership, recruitment, or conversion
202. **Platform**: LinkedIn (B2B primary), X, Instagram, TikTok
213. **Employee base**: Size, roles, existing social presence
22
23## EGC vs. UGC vs. Creator Program
24
25| Dimension | EGC | UGC | Creator Program |
26|-----------|-----|-----|-----------------|
27| **Source** | Employees | Customers | External creators |
28| **Trust** | Company experts (66% vs 47% for ads) | Peer reviews | Influencer reach |
29| **Cost** | Low; leverage workforce | Incentives, curation | Credits, payment |
30| **Best for** | B2B, SaaS, professional services | Social proof, reviews | Content scale, tutorials |
31
32## Why EGC Works
33
34- **Algorithm favor**: Social platforms prioritize personal accounts over brand pages
35- **Authenticity**: 92% trust recommendations from individuals over branded content; 81% need to trust before buying
36- **B2B fit**: LinkedIn is primary; employees share industry expertise and product insights
37- **Results**: 27% engagement increase, 19% sales increase in first year; 24% higher conversion vs traditional content
38
39## Content Formats
40
41| Format | Use | Platform |
42|-------|-----|----------|
43| **Day-in-the-life** | Culture, behind-the-scenes | LinkedIn, TikTok, Instagram |
44| **Industry insights** | Thought leadership, expertise | LinkedIn |
45| **Short-form video** | Quick tips, demos | TikTok, LinkedIn, Instagram |
46| **Testimonials** | Product experience | Website, case studies |
47| **Serialized content** | Consistent presence | Personal + brand accounts |
48
49## Implementation Best Practices
50
51**Do not force participation.** Recognize and nurture organic content from employees already sharing about work. Volunteer participation outperforms mandated programs.
52
53| Practice | Purpose |
54|----------|---------|
55| **Tiered framework** | Map employees by engagement (nano, micro, macro); treat like internal influencer tiers |
56| **Brief templates** | Content objectives, brand voice, mandatory disclosures (FTC/ASA) |
57| **Advocacy platforms** | Sociabble, EveryoneSocial for brief distribution and tracking |
58| **Incentives** | Leaderboards, recognition; avoid heavy-handed quotas |
59| **Training** | Improve quality and consistency; keep approval simple |
60| **Centralized hub** | Branded hashtags, content library, approval workflow |
61
62## B2B / SaaS Specifics
63
64- **LinkedIn first**: Algorithm favors personal posts; employees as thought leaders
65- **Cost-effective**: Leverage existing workforce vs hiring external creators
66- **Diverse perspectives**: Sales, support, dev create varied content for different segments
67- **Recruitment**: 79% of job seekers check social before applying; EGC attracts 58% more top talent, 20% retention boost
68
69## Output Format
70
71- **Platform** and content format selection
72- **Employee** identification and tier approach
73- **Content** strategy and brief template
74- **Governance** (approval, disclosure, brand guidelines)
75- **Measurement** plan (engagement, reach, conversions)
76
77## Related Skills
78
79- **influencer-marketing**: External influencers; EGC is internal
80- **creator-program**: External creators; EGC is employee-driven
81- **linkedin-posts**: Primary EGC platform for B2B
82- **integrated-marketing**: EGC as part of PESO shared/earned media
83- **traffic-analysis**: UTM tagging for employee-shared links
gabrielmoreira